People need community. Whatever you offer – an idea, product, brand, candidate or cause – places your customer in a community. Or maybe it affirms their place in one they already cherish.

Communities can be based on interests, geography, beliefs, ethnicity, status, politics or circumstance (e.g., Little League parents).

If two friends recommend a restaurant, book or movie, you’re probably inclined to try it and like it. That’s why word of mouth is so important. If all your business partners use the same collaboration software, you’ll likely choose the same brand. If you’re active in politics, your party’s candidate clearly has the best shot of winning your vote.

So if you want to be relevant, consider community.